Healthcare: On the agenda - Osteoporosis jab on the NHS

A six-monthly jab for the crippling bone disorder osteoporosis is to be
made available on the NHS. Prolia, which costs £1 a day, could be
an option for women who cannot tolerate existing medication for the
brittle bone disease because its side effects include serious stomach
problems. The drug has now been approved by the National Institute for
Health and Clinical Excellence.

- Why is the treatment so important?

An estimated 170,000 women a year are unable to take bisphosphonates,
the most widely available drug to combat osteoporosis, but their bones
may deteriorate further without treatment.

- What are the main benefits of the treatment?

Amgen and GlaxoSmithKline, which are co-marketing Prolia, welcomed
NICE's decision. Amgen general manager John Kearney said the drug was
'highly effective in preventing fractures caused by osteoporosis'. Dr
Alun Cooper, a GP in Crawley, West Sussex, said: 'The new drug could
offer an alternative treatment option to patients for whom oral
bisphosphonates are unsuitable.'

- PR strategy

The NICE board issued a press release from its London press office after
it had approved the drug. The National Osteoporosis Society also sent
out a press release.

- Media coverage

The story was picked up by media across the world, including TopNews in
New Zealand and FrenchTribune,as well as the Daily Mail and the Press
Association in the UK.

170k - Number of women who cannot use conventional osteoporosis
treatments